Yumi Wilson  Manager, Corporate Communications  LinkedIn

Deep Dive on LinkedIn

How to Build Your Professional Brand

Optimize your profile Use LinkedIn’s search to build your network

Publish on our new platform

Raise professional brand by optimizing profiles

Beginner Profile

Professional names

Use a professional looking photo

Optimize your location and industry

Professional headline

Customize your Profile URL

Expand upon your headline and support it

Show examples of your work

Simple ways to optimize your profile

Manage your endorsements

Add projects, test scores, courses, patents, certifications and volunteering/causes

Make yourself contactable

Creating a great profile

Used LinkedIn’s powerful search tools to build your network

11

Use Advanced Search to Find People, Jobs, Companies, and more

Publish and share insight on LinkedIn

LinkedIn’s Content Transformation

LinkedIn Today March 2011

Editorial team

created July 2011

Influencer program October

2012

Pulse Acquired

April 2013

Sponsored Updates

July 2013

Publishing Platform February

2014

Platform access to

all US members

September 2014

Limitless Global Reach Potential

Getting started is easy…

1.  Log into LinkedIn: www.linkedin.com 2.  Click the pencil icon in the status update box on your homepage

Embed Slideshare or YouTube Video

Insert Photo

Insert / DeleteHyperlink

•  Draft content in the tool or paste from another source •  Publish to all of your followers or save and come back •  Preview your content before you publish! •  Automatically share your posts with your Twitter

followers

What to write about

Now, what should you write about? Topic ideas

§  Advice for someone hoping to enter your field §  What your industry will (or should) look like in 5, 10, or 15 years and

how it will get there §  The biggest problem your industry needs to solve §  How your job, profession or industry has changed since you started

§  How you got your start in your profession §  Advice for career advancement §  Challenges for the future in your industry §  What inspires you? §  What are Influencers writing about? (calendar on next slide)

§  Keep it positive

Writing a great headline

Clear beats clever Don’t trick your readers

Use the friend test

Content Best Practices Add a photo at the top of your post

Content Best Practices Embed YouTube videos and SlideShare content

Additional tips for producing great content

§  Keep your voice authentic §  Write about what you know & what you’re passionate about §  Keep your posts focused – don’t try to cover too much in

one post §  Express your opinion, but remember it’s tied to your

professional identity

How do I get more followers? §  Share & Tweet your post (tag @LinkedInPulse)

§  Share your post on the SMG LinkedIn Company Page

§  Share your post with SMG employees and encourage them to engage (like/comment/share)

§  Share/cross link your posts on your blog, newsletters, and more

§  Follow @LinkedInPulse on Twtitter

So you posted. Now what?

Check how your posts are performing

Engage with your audience Continue the conversation through comments

Resources

©2014 LinkedIn Corporation. All Rights Reserved.

Appendix

Now, what should you write about? Topic ideas

Influencer calendar

THEME DESCRIPTION How I Do It Behind the scenes on how you make specific

aspects of their business work

The One Thing I’d Fix Take on a business, economic, or political problem and describe a dream solution

My Plan B/The Road I Did Not Take What you would do if you weren’t in your role, or paths you chose not to take and why

Big Ideas 2015 What one big idea will define 2015?

Now, what should you write about? Topic ideas

Trending Content amongst US marketers